‘Days of Our Lives’ Renewed Through 2014

NBC has picked up its long running soap opera, “Days of Our Lives,” through September 2014. NBC Entertainment Chairman Robert Greenblatt hinted that he planned to renew the show at this week’s Television Critics Association panels. Today’s announcement makes it official. “We are thrilled to announce that ‘Days of our Lives’ is not going anywhere,” said NBC President Jennifer Salke. “It is NBC’s longest-running drama series by far and is one of the most historic brands in television.”

Though currently the lowest rated soap on the air, DOOL has one of television’s most passionate fanbases. It seems to be benefiting from the recent surge of interest in the soap genre. All but written off for dead in 2011, the genre’s ratings improved in 2012. Earlier this week, it was announced that canceled ABC soaps “All My Children” and “One Life to Live” will be resurrected as online series.

The soap is produced by Sony,a studio known for making deals for agreeing to low licensing fees so that it can keep its shows on the air, then profit from them when they move into syndication. DOOL currently airs all over the world, making it a lucrative property for the studio. Said Sony Pictures Television President Steve Mosko, “‘Days of our Lives’ has maintained a loyal and dedicated fan base for more than four decades and continues to reach a new generation of viewers,” said Steve Mosko, President, Sony Pictures Television. “We appreciate NBC’s support over the years and, as the show celebrates this significant milestone, we are thrilled that the show will continue to be a part of the NBC family.”

Fans took to Twitter to celebrate the news. @omyJewles summed up the sentiments of many: “Congrats @nbcdays on your renewal through 2014! As much as I complain sometimes, I don’t want this show to go anywhere!”